Accor launches new brand – Handwritten Collection

Accor, the world's leading hotel group, announces additions to the Group's brand portfolio with the introduction of the Handwritten Collection. Accor is already in talks to open more than 110 Handwritten-branded properties with a total capacity of 11,500 rooms, including 12 hotels already signed, five of which will debut during the first quarter of 2023.

In the coming Several Handwritten Collection-branded properties will be on display in the coming months, including:

  • Hotel Shanghai Sheshan Oriental, Handwritten Collection in Shanghai, China;
  • Le Saint Gervais Hotel & Spa, Handwritten Collection in Saint Gervais, France;
  • Wonil Hotel Perth, Handwritten Collection in Perth, Australia;
  • Hotel Morris, Handwritten Collection in Sydney, Australia;
  • Le Splendid Hotel Lac d'Annecy, Handwritten Collection in Annecy, France.

In addition, the Hotel Les Capitouls Toulouse Center in France will open before the end of this year and beyond; Oru Hub Hotel, Handwritten Collection in Tallinn, Estonia; Square Lodge Hotel La Roche sur Yon, Handwritten Collection in La Roche-sur-Yon, France; Sunrise Premium Resort, Handwritten Collection in Hoi An, Vietnam; Paris Montmartre Sacr? Coeur*, Handwritten Collection in Paris, France, as well as hotels in the capital of Romania – Bucharest, and the capital of Spain – Madrid. The Handwritten Collection portfolio is expected to reach over 250 hotels by 2030.

Accor launches new brand – Handwritten Collection

“With the Handwritten Collection, Accor is expanding its presence in the collectible brand segment with a selection of carefully selected hotels showcasing unique concepts. In addition to providing guests with an authentic accommodation experience, our goal is to support the growing number of independent hoteliers and boutique hotel owners looking to strengthen their international position, expand their audience and increase revenues without losing their own identity,” notes Alex Schellenberger, Accor Brand Marketing Directorin premium, medium and economy segments. “The hotels featured in the Handwritten Collection are designed for travelers who appreciate the soulful travel experience and new trends in hospitality, as well as for hotel owners who value the uniqueness of their hotels, while striving to benefit from the world's leading partner.”

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Accor Launches New brand – Handwritten Collection

With the Handwritten Collection, Accor is expanding its portfolio of brands and mid-range hotels in an effort to replicate the success achieved with the Group's other collection brands in other segments. These include MGallery Hotel Collection– a portfolio in the upscale brand segment, which currently includes more than 100 boutique hotels worldwide, and Emblems Collection , Accor's first brand focused on the luxury segment, consisting of carefully selected unique hotels that “personalize” their creators, elements of national culture or location.

The Handwritten Collection features a variety of hotels so distinctive that it feels like local hoteliers are inviting guests into their own stylish homes. The experience of living in the Handwritten Collection conveys the soul of the owner: his tastes, hobbies and little quirks. Each local hotelier creates a sense of presence that conveys his character and personality in the structure of the hotel space, attracts guests with his wisdom and delightful conversation, brings a special energy.

“The style of communication in which each host interacts with guests is carefully crafted and emphasizes personal passions,” adds Caroline Benard, Accor's Senior Vice President of Brands, Midsize and Economy Segments. “From the social spaces to the guest room setting, the hotel owner’s life story and involvement can be traced and ultimately create a unique bond. This kind of contact between hotelier and guest contributes to a more meaningful and memorable stay experience.”

Accor Launches New brand – Handwritten Collection

The Handwritten Collection brand is designed with the needs of independent hotel owners in mind. At the current conversion rate of 80%, the bulk of the hotels in the Handwritten Collection portfoliois the conversion of existing properties, rather than the construction of new ones, which greatly simplifies the process of transition of hotels under a new brand, and also contributes to the increase in volumes, providing a more sustainable model for growth and development. Brand standards are designed to be flexible, lightweight and accessible. In addition, the Handwritten Collection provides a direct return on investment and the ability to maximize revenues with instant access to Accor's powerful sales, distribution and loyalty platform, as well as Group Management (ESG) capabilities.

“In 2022, Accor signed on average more than one hotel daily worldwide and opened one hotel nearly every day. We aim to continue this growth by anticipating the needs of our guests and meeting the investment criteria of our partners and owners. Independent hotels are increasingly turning to Accor's powerful sales, distribution and loyalty platform to increase revenue and optimize costs while maintaining their identity and delivering high-quality products, services and experiences. The Handwritten Collection offers the ideal solution, providing the opportunity to conclude a franchise agreement, combined with a flexible and cost-effective investment level. We look forward to collaborating with owners and partners and welcome new hotels around the world to our outstanding new collection. We are currently in negotiations to sign over 110 properties with 11,500 rooms, including 12 contracts already confirmed. We plan to open over 250 Handwritten Collection hotels by 2030,” adds Camille Yazbek, Director of Global development of Accor brands in the premium, medium and economy segments.


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